Professional Documents
Culture Documents
www.emeraldinsight.com/1759-0833.htm
Environmental
Environmental segmentation segmentation
alternatives: buyers’ profiles and alternatives
implications
Tamer A. Awad 55
Department of Management and Marketing, University of Bahrain,
Manama, Bahrain
Abstract
Purpose – The purpose of this paper is to study the green marketing consumer in the Kingdom of
Bahrain through using the ecologically conscious consumer behavior (ECCB) model and profiling
green consumers in the kingdom.
Design/methodology/approach – Using questionnaire survey, the influence of demographic
characteristics (gender, age, education, and household monthly income) and ECCB on green
marketing consumers has been tested through factor analysis, regression analysis, ANOVA, and K-
means clustering. The sample consisted of 241 consumers.
Findings – The findings of this study provide some understanding to the service providers and the
government on the effect of demographic profile on online shopping. Of consequence, such
understanding would help them in finding and implementing suitable strategies to enhance online
shopping. Four types of green consumers were identified.
Originality/value – The study described in the paper is the first analysis of the Kingdom of Bahrain
green consumers’ characteristics through providing a comprehensive understanding by combining
the demographic characteristics and the ECCB model and their effect on green shopping.
Furthermore, the study offers a profile of green market consumers.
Keywords Kingdom of Bahrain, Consumer behaviour, Green marketing, Market
segmentation, Cluster analysis, Demographic
Paper type Research paper
Introduction
In the past few decades, there has been a positive evolution in pro-environmental
knowledge, attitudes, and behaviours among consumers (Laroche et al., 2001). In the late
1980s, the National Anxiety Centre reported that environmental issues represented half of
the top-ten worry list. Expressions such as “Decade of the environment” or “the Earth
decade” have been associated to the 1990s. Through this decade, social and environmental
concerns tool on great importance for consumer-purchasing decisions (Prothero, 1996;
Menon et al., 1999). Businesses coped with this new situation in many innovative and
relevant ways, seeking to remain competitive, started to incorporate these newly emerging
concerns in their management and marketing decision making (Straughan and Roberts,
1999; Rivera-Camino, 2007).
Nowadays, green consumers adapted to environmental threats in several ways as they
became more willing to pay extra for ecologically friendly products, considered
environmental issues when shopping (e.g. checking if the product is made from recycled Journal of Islamic Marketing
Vol. 2 No. 1, 2011 pp. 55-73
materials), and bought more ecologically compatible products (Laroche et al., 2001). Such
q Emerald Group Publishing Limited
orientation by the consumers increased the attention devoted to the relationship between 1759-0833
consumer behaviour, marketing, and the environment. This attention has been evident DOI 10.1108/17590831111115240
JIMA in two facets: first, there has been an increase in public awareness regarding
2,1 environmental aspects, and second, an increase in the evidence of environmental
responsibilities or green activities (do Pac¸o and Raposo, 2009).
On the other hand, to avoid deceiving claims by producers and advertisers, the UK
watchdogs started cracking down on spurious science. In March 2010, a new BCAP Code
(the Broadcast Code for Advertisers) and the CAP Code (applicable to non-broadcast
56 advertising and sales promotions) stating “Generalized claims for environmental benefit
must be assessed on a ‘cradle to grave’ basis”. Advertising and producers’ claims for a
product are assessed not just on the finished article, but also on the resources used,
manufacturing, packaging, distribution, and disposal.
The present study attempts to offer more insights into the Bahraini green consumer
market. The research objectives are divided in twofold. First, the study examines a
range of demographic (age, gender, income, and education) and psychographic factors
(perceived consumer effectiveness (PCE), environmental concern (EC), and
liberalism) in relation to ecological conscious consumer behavior (ECCB). To address
the future of ecologically conscious consumption in the Kingdom of Bahrain, the
present study will concentrate on younger consumers who represent the future of
green consumption. Second, the research applies the green marketing segmentation
concept in the Kingdom of Bahrain.
This paper starts with a review of green marketing literature evolution through
which, a number of variables are being identified. Next, the importance of market
segmentation is highlighted, together with a presentation of the most relevant criteria
for differentiating individuals in terms of their environmental behaviour. Relevant
facets of the research methodology are afterwards presented, as well as the study
implications, and limitations.
Literature review
Evolution of green marketing
Studies undertaken by Kassarjian (1971), Fisk (1973) and Kinnear et al. (1974) represent
the early attempts through which authors tired to establish a relationship between
marketing and the environment. These studies were followed by a research stream where
green marketing was the focal point (Schlegelmilch and Bohlen, 1996; Straughan and
Roberts, 1999; Baksi and Bose, 2007; Rivera-Camino, 2007; do Pac¸o and Raposo, 2009).
ECs and the demand by consumer groups for environmentally friendly products have
led to the emergence of a “new marketing philosophy”, known as green marketing. Since
the 1960s, green marketing has evolved through several stages. This evolution has resulted
in an expanded list of issues that fall within the domain of environmental responsibility.
With increased social and political pressure, companies have moved beyond simply
addressing pollution and waste disposal to looking for alternative package composition
and design, alternative product formulations, and cause-related promotion in an effort to
keep in-step with the environmental movement (Straughan and Roberts, 1999). Charter
and Polonsky stated that green marketing is the marketing or promotion of a product based
on its environmental performance or an improvement thereof. The late 1980s marked the
first stage of green marketing, when the concept of “green marketing” was newly
introduced and discussed in the industry. The emergence of the green marketing concept
encouraged marketers to engage in different forms of green marketing at the beginning of
this stage where marketers expected to generate
positive consumer response, that would be translated into higher market shares or Environmental
sales revenues. Despite the great public concerns about environmental problems, the segmentation
market growth rate of green products fell short of marketers’ expectation. Eventually
marketers realized that consumers’ concern for the environment associated with the alternatives
desire for green products was not translated into purchasing behaviour. According to
Peattie and Crane, five major marketing practices led to the failure of green marketing
during this period, that is: 57
(1) Green spinning. Taking a reactive approach by using public relations to deny
or discredit the public’s criticisms against the company’s practices.
(2) Green selling. Taking an opportunistic approach by adding some green
claims to existing products with the intention to boost sales.
(3) Green harvesting. Becoming enthusiastic about the environment only when
greening could result in cost savings.
(4) Entrepreneur marketing. Developing innovative green products to market
without really understanding what the consumers actually want.
(5) Compliance marketing. Using simple compliance with implemented or expected
environmental legislation as an opportunity to promote the company’s green
credentials without taking initiatives to go beyond responding to regulations.
Strong marked the following phase starting mid-1990s where consumers started
becoming more and more environmentally and socially aware. The author defined
green consumers as those who:
[. . .] avoid products that are likely to endanger the health of the consumer or others; cause
significant damage to the environment during manufacture, use of disposal; consume a
disproportionate amount of energy; cause unnecessary waste; use materials derived from
threatened species or environments.
According to Gurau and Ranchhod, critical consumers began to emerge as a new force of
green consumerism whereby they required social responsibility from corporations. Such
force led to the emergence of broader consumption concept namely ethical consumerism.
According to Browne et al., the growing interest in “ethical” consumerism has been both
consumer and trade driven. Consumer theory places ethical consumerism in a “fourth
wave” of green marketing, which seeks to reaffirm the moral dimension of consumer
choice. According to Uusitalo and Oksanen, ethical consumerism refers to buyer
behaviour that reflects a concern with the problems that arise from unethical and unjust
global trades, such as child and low-paid labour, infringement of human rights, animal
testing, labour union suppressions, inequalities in trading relations with the Third World,
and pollution of the environment. Since, the emergence of the green consumerism and
ethical consumerism, which arose in the mid-1990s, consumers have started to demand a
say in the production, processing and resourcing of the products.
According to Lee, since 2000, green marketing evolved in the third phase, with the
implementation of more advanced technology, stricter state enforcement on deceptive
claims, governmental regulations and incentives as well as closer scrutiny from various
environmental organizations and the media. Many green products have greatly improved
and regained consumer confidence. Together, with the continuous rise of growing global
concern about the environmental quality, green marketing has gradually
JIMA picked up momentum again. Some researchers postulate that green marketing is now
2,1 “making a comeback”. There is renewed sensitivity towards the environment and
towards social consciousness.
According to Gurau and Ranchhod although there are numerous studies concerning
the consumer demand and purchase behaviour for ecological products (Martin and
Simintiras, 1995), the international aspects of green marketing have not been fully
58 investigated. On the other hand, the last decade has witnessed many enactments of
various legislation and greater intervention on the part of governments with the aim to
protecting the environment, which was manifested by many countries determined to be
more proactive in tackling their ecological problems (Sheth and Parvatiyar, 1995;
Baksi and Bose, 2007). Some comprehensive environmental laws are in place in some
Arab countries such as in the Kingdom of Bahrain. The Government of Bahrain took
more initiative in enlightening the relatively environmentally unconcerned consumers
before the latter can become a vital force in the green movement. Once their ECs have
been raised, consumers will become more environmentally conscious and, in turn,
make demands on the government to step up in conserving ecological well being. The
dynamics of this government-consumer interaction will eventually drive the business
community to act in a more socially responsible manner in order to avoid expensive
legal liabilities and/or to exploit on emerging “green” business opportunities.
Given the climate of ecological interest in the Kingdom of Bahrain, this study aims
to contribute toward furthering knowledge of the potential of green marketing and the
development of an evidence-based understanding of the Bahraini consumers’
environmental consciousness.
Furthermore, some studies investigated the effect of locus of control, personal norms,
or affinity of nature, and the human love of nature – as a motivational mechanism to
protect natural habits and environment and as moderator variables. From a different
perspective, looking at the motivation for environmental behaviour patterns, centred on the
individual cost-benefit analysis inherent in human decision making. As behavioural
choices imply costs but can deliver benefits, the consumer will behave in an
environmentally sound manner if to do so seems likely to deliver sufficient benefit to
make up for the higher price of green products, or the inconveniences involved in
recycling or saving energy (Laroche et al., 2001). As noted by Chan (1999), empirical
evidence regarding the relationship between environmental knowledge, attitudes, and
behaviours is mixed. Studies on green consumers concur that in spite of the large number
of consumers who express their concerns about environmental problems, only a few are
willing to act at personal expense, such as making a sacrifice in their personal lifestyle.
Another of the factors that is recognized as preceding pro-environmental behaviour is
ecological consciousness (Schlegelmilch and Bohlen, 1996; Mostafa, 2007). Many studies
have addressed the characteristics of ecologically conscious consumers. The majority of
these studies have found, demographic variables associated with self-report measures of
environmental commitment, behavioural indicators of environmental commitment,
JIMA or psychometric scales measuring environmental consciousness (Samdahl and
2,1 Robertson, 1989; Zimmer et al., 1994). Some have offered additional attitudinal or
psychographic dimensions associated with green attitudes and behaviour (Roberts,
1996a; Roberts and Bacon, 1997; Stern et al., 1993). A review of these studies
suggests several general indicators of an individual’s propensity to engage in ECCB
(Straughan and Roberts, 1999). Table I shows the main criteria and respective
62 segmentation variables that may be used to segment the green consumer market.
Research methodology
Throughout the previous bibliography study of green marketing and its segmentation
criteria, a number of variables were identified that highlighted the fact that various
types of consumers may have different concerns, attitudes towards the environment
with diverse levels of environmental knowledge.
As mentioned previously, the research aims to segment the Bahraini green market
with a focus on psychographic criteria adapted from Straughan and Roberts (1999) in
addition to demographics. To further address the future of green consumption, the
present study will concentrate on younger consumers who represent the future of
green consumption.
Survey instrument
The questionnaire was composed of two main sections. In the first section, data were
collected about the demographic characteristics of respondents (gender, age, income,
educational level, and location). The second section examined the environmental
dimension (PCE, EC, ECCB, and liberalism) used in the Roberts (1996a) and Straughan
Demographic Age, gender, family dimension, religion, Anderson et al. (1974), Banerjee and
subculture, education, job or occupation, McKeage (1994), D’Souza et al. (2007), Jain
income, social class, and habitation type and Kaur (2006), Laroche et al. (2001),
Mainieri and Barnett (1997), Roberts
(1996a), Samdahl and Robertson (1989)
and Webster (1975)
Psychographic Lifestyle, personality, motivation, and Cornwell and Schwepker (1995), McCarty
values and Shrum (1994), Straughan and Roberts
(1999) and Vlosky et al. (1999)
Behavioural Knowledge, attitude, product usage, Alwitt and Berger (1993), Balderjahn
purchase behaviour, brand loyalty, and (1988), Cornwell and Schwepker (1995),
benefits Kinnear et al. (1974), Rios et al. (2006) and
Schuhwerk and Lefkokk-Hagius (1995)
Environmental Concern, PBC, knowledge, affect, Antonides and van Raaij (1998), Chan and
commitment, ecological consciousness, Yam (1995), de Pelsmacker et al. (2002),
subjective norms, activism, Maloney and Ward (1973), Maloney et al.
environmentally friendly behaviour, (1975), Martin and Simintiras (1995),
green products buying behaviour, Mostafa (2007) and Schlegelmilch and
information search, willingness to pay, Bohlen (1996)
recycling, and scepticism towards
Table I.
environmental claims
Green marketing
segmentation bases Source: do Pac¸o and Raposo (2009)
and Roberts (1999). The scales used to measure this dimension were Likert scales Environmental
(min. 1; max. 5).
segmentation
According to Roberts (1996a), construct of the ECCB measures the level to which
individuals purchase goods and services that are believed to have un-harmful effect on alternatives
the environment. The construct contained 22 items measuring ECCB. The second part
of the survey consisted of the PCE, consisted of four statements measuring the
customers’ attitude towards the collective effect of purchasing products that may 63
harm the environment. The third set of questions measured the customer EC with ten
statements measuring the respondent about their concern about different aspect of the
environment such as the equilibrium. Those aspects consisted of environmental abuse,
resources, plants, and animals. Finally, the fourth set, namely, liberalism, which
consisted of five statements.
The researcher conducted a pilot study on 30 respondents to ensure that the scale
was understandable by the targeted population. Based on the pilot feedback certain
words were confusing for the respondents and were changed in this stage to clarify
the construct meaning.
Gender
Male 98 40.6
Female 143 59.3
Age of respondents
Less than 20 34 14.1
20-29 155 64.3
30-39 32 13.2
Above 40 24 9.9
Household monthly income
Less than 740 13 0.05
751-1,000 123 51
1,001-1,500 68 28.2
More than 1,500 37 15.3
Education level
High school 76 31.5
Undergraduate 98 40.6
Graduate 59 24.4 Table IV.
Postgraduate 8 0.03 Sample characteristics
ECCB 1.000
PCE 0.373 * * 1.000
EC 0.340 * * 0.617 * * 1.000
Age 20.235 * * 20.198 * * 20.203 * * 1.000
Gender 0.004 * 0.080 0.123 20.228 * * 1.000
Income 0.070 * 0.167 * * 0.053 0.069 20.047 1.000
Table V. Education 20.037 * * 20.031 20.055 0.278 * * 0.014 0.031 1.000
Correlations of green
Liberalism 0.078 * 0.005 0.100 20.160 * 0.118 20.024 20.008 1.000
consumer profile
variables * **
Note: Correlation is significant at: 0.05 and 0.01 levels (two-tailed)
Cluster 1 2 3 4
References
Aaker, D.A. and Bagozzi, R.P. (1982), “Attitudes toward public policy alternatives to reduce
air pollution”, Journal of Marketing, Vol. 1, pp. 85-94.
Alwitt, L. and Berger, I. (1993), “Understanding the link between environmental attitudes and
consumer product usage: measuring the moderating role of attitude strength”, in
McAlister, L. and Rothschild, M. (Eds), Advances in Consumer Research, Vol. 20,
Association for Consumer Research, Provo, UT, pp. 189-94.
Anderson, W.T. Jr and Cunningham, W.H. (1972), “The socially conscious consumer”,
Journal of Marketing, Vol. 36, July, pp. 23-31.
Anderson, W.T. Jr, Henion, K.E. and Cox, E.P. III (1974), “Socially vs ecologically responsible
consumers”, AMA Combined Conference Proceedings, Vol. 36, Spring and Fall, pp. 304-11.
Antil, J.H. (1984), “Socially responsible consumers: profile and implications for public policy”,
Journal of Macromarketing, Vol. 4, Fall, pp. 18-39.
Arbuthnot, J. (1977), “The roles of attitudinal and personality variables in the prediction of
environmental behaviour and knowledge”, Environment and Behaviour, Vol. 9, pp. 217-32.
Baksi, S. and Bose, P. (2007), “Credence goods, efficient labelling policies, and regulatory
enforcement”, Environmental and Resource Economics, Vol. 37 No. 2, pp. 411-31.
Balderjahn, I. (1988), “Personality variables and environmental attitudes as predictors of
ecologically responsible consumption patterns”, Journal of Business Research, Vol.
17, pp. 51-6.
Banerjee, S. and McKeage, K. (1994), “How green is my value: exploring the relationship between
environmentalism and materialism”, in Allen, C.T. and John, D.R. (Eds), Advances in
Consumer Research, Vol. 21, Association for Consumer Research, Provo, UT, pp. 147-52.
JIMA Berkowitz, L. and Lutterman, K. (1968), “The traditional socially responsible personality”,
Public Opinion Quarterly, Vol. 32, pp. 169-85.
2,1
Brooker, G. (1976), “The self-actualizing socially conscious consumer”, Journal of
Consumer Research, Vol. 3, September, pp. 107-12.
Chan, R. (1999), “Environmental attitudes and behavior of consumers in China: survey findings and
implications”, Journal of International Consumer Marketing, Vol. 11 No. 4, pp. 25-52.
70 Chan, R. and Yam, E. (1995), “Green movement in a newly industrializing area: a survey on
the attitudes and behavior of Hong Kong citizens”, Journal of Community & Applied
Social Psychology, Vol. 5, pp. 273-84.
Cornwell, T. and Schwepker, C. (1995), “Ecologically concerned consumers and their product
purchases”, in Polonsky, M. and Mintu-Wimsatt, A. (Eds), Environmental Marketing:
Strategies, Practice, Theory and Research, The Haworth Press, New York, NY.
de Pelsmacker, P., Janssens, W. and Geuens, M. (2002), “Environmentally friendly behaviour
with respect to air pollution: the role of environmental knowledge, concern and perceived
behavioural control”, in Farhangmehr, M. (Ed.), Proceedings of the 31st EMAC
Conference, Universidade do Minho, Braga.
do Pac¸o, A. and Raposo, M. (2009), “Green segmentation: an application to the Portuguese
consumer market”, Marketing Intelligence & Planning, Vol. 27 No. 3, pp. 264-379.
D’Souza, C., Taghian, M., Lamb, P. and Peretiatkos, R. (2007), “Green decisions:
demographics and consumer understanding of environmental labels”, International
Journal of Consumer Studies, Vol. 31 No. 4, p. 371.
Fisk, G. (1973), “Criteria for a theory of responsible consumption”, Journal of Marketing,
Vol. 37 No. 2, pp. 24-31.
Hair, J., Anderson, R., Tatham, R. and Black, W. (1998), Multivariate Data Analysis, 5th ed.,
Prentice-Hall, Englewood Cliffs, NJ.
Henion, K. and Wilson, W. (1976), “The ecologically concerned consumer and locus of
control”, in Henion, K. and Kinnear, T. (Eds), Ecological Marketing, American
Marketing Association, Columbus, OH.
Hounshell, P. and Liggett, L. (1973), “Assessing the effectiveness of environmental education”,
Journal of Environmental Education, Vol. 5 No. 2, pp. 28-30.
Jain, S. and Kaur, G. (2006), “Role of socio-demographics in segmenting and profiling green
consumers: an exploratory study of consumers in India”, Journal of International
Consumer Marketing, Vol. 18 No. 3, pp. 107-17.
Kassarjian, H.H. (1971), “Incorporating ecology into marketing strategy: the case of air
pollution”, Journal of Marketing, Vol. 35, July, pp. 61-5.
Kinnear, T., Taylor, J. and Ahmed, S. (1974), “Ecologically concerned consumers: who are
they?”, Journal of Marketing, Vol. 38 No. 2, pp. 20-4.
Laroche, M., Bergeron, J. and Barbaro-Forleo, G. (2001), “Targeting consumers who are
willing to pay more for environmentally friendly products”, Journal of Consumer
Marketing, Vol. 18 No. 6, pp. 503-20.
Leonard-Barton, D. (1981), “Voluntarily simplicity lifestyles and energy consumption”,
Journal of Consumer Behavior, Vol. 8, December, pp. 243-52.
McCarty, J. and Shrum, L. (1994), “The recycling of solid wastes: personal values, value
orientations and attitudes about recycling as antecedents of recycling behaviour”,
Journal of Business Research, Vol. 30 No. 1, pp. 53-62.
McEvoy, J. III (1972), “The American concern with the environment”, in Burch, W.B. Jr, Environmental
Check, N.H. and Taylor, L. (Eds), Social Behaviour, Natural Resources and the
Environment, Harper & Row, New York, NY. segmentation
MacDonald, W.L. and Hara, N. (1994), “Gender differences in environmental concern among alternatives
college students”, Sex Roles, Vol. 33 Nos 5/6, pp. 369-74.
Mainieri, T. and Barnett, E. (1997), “Green buying: the influence of environmental concern on
consumer behaviour”, Journal of Social Psychology, Vol. 137 No. 2, pp. 189-204. 71
Maloney, M. and Ward, M. (1973), “Ecology: let’s hear from the people – an objective scale
for the measurement of ecological attitudes and knowledge”, American Psychologist,
Vol. 28, pp. 583-6.
Maloney, M., Ward, M. and Braucht, N. (1975), “Psychology in action: a revised scale for the
measurement of ecological attitudes and knowledge”, American Psychologist, July, pp.
787-90.
Martin, B. and Simintiras, A. (1995), “The impact of green product lines on the environment:
does what they know affect how they feel?”, Marketing Intelligence & Planning, Vol.
13 No. 4, pp. 16-23.
Menon, A., Menon, A., Chowdhury, J. and Jankovich, J. (1999), “Evolving paradigm for
environmental sensitivity in marketing programs: a synthesis of theory and practice”,
Journal of Marketing Theory and Practice, Vol. 7 No. 2, pp. 1-15.
Mostafa, M. (2007), “A hierarchical analysis of the green consciousness of the Egyptian
consumer”, Psychology & Marketing, Vol. 24 No. 5, pp. 445-56.
Murphy, P.E., Kangun, N. and Locander, W.B. (1978), “Environmentally concerned consumers
– racial variations”, Journal of Marketing, Vol. 54, October, pp. 61-6.
Newell, S.J. and Green, C.L. (1997), “Racial differences in consumer environmental concern”,
The Journal of Consumer Affairs, Vol. 31 No. 1, pp. 53-69.
O’Shaughnessy, J. (1988), Competitive Marketing: A Strategic Approach, Prentice-Hall,
Englewood Cliffs, NJ.
Peattie, K. and Charter, M. (1997), “Green marketing”, in McDonagh, P. and Prothero, A.
(Eds), Green Management, Dryden, New York, NY, pp. 388-412.
Prothero, A. (1996), “Environmental decision-making: research issues in the cosmetics and
toiletries industry”, Marketing Intelligence & Planning, Vol. 14 No. 2, pp. 19-25.
Rios, F.J.M., Martı´nez, T.L., Moreno, F.F. and Soriano, P.C. (2006), “Improving attitudes
toward brands with environmental associations: an experimental approach”, The
Journal of Consumer Marketing, Vol. 23 No. 1, pp. 26-34.
Rivera-Camino, J. (2007), “Re-evaluating green marketing strategy: a stakeholder perspective”,
European Journal of Marketing, Vol. 41 Nos 11/12, p. 1328.
Roberts, J.A. (1995), “Profiling levels of socially responsible consumer behaviour: a cluster
analytic approach and its implications for marketing”, Journal of Marketing Theory
and Practice, Fall, pp. 97-117.
Roberts, J.A. (1996a), “Green consumers in the 1990s: profile and implications for
advertising”, Journal of Business Research, Vol. 36 No. 3, pp. 217-31.
Roberts, J.A. (1996b), “Will the real socially responsible consumer please step forward?”,
Business Horizons, January-February, pp. 79-83.
Roberts, J.A. and Bacon, D.R. (1997), “Exploring the subtle relationships between
environmental concern and ecologically conscious consumer behavior”, Journal of
Business Research, Vol. 40 No. 1, pp. 79-89.
JIMA Samdahl, D.M. and Robertson, R. (1989), “Social determinants of environmental concern:
specification and test of the model”, Environment & Behavior, Vol. 21 No. 1, pp. 57-81.
2,1
Schlegelmilch, B. and Bohlen, G. (1996), “The link between green purchasing decisions and
measures of environmental consciousness”, European Journal of Marketing, Vol. 30
No. 5, pp. 35-55.
Schuhwerk, M. and Lefkokk-Hagius, R. (1995), “Green or not-green? Does type of appeal
72 matter when advertising a green product?”, Journal of Advertising, Vol. 24, pp. 45-55.
Schwartz, J. and Miller, T. (1991), “The earth’s best friends”, American Demographics, Vol.
13, pp. 26-35.
Sheth, J. and Parvatiyar, A. (1995), “Ecological imperatives and the role of marketing”, in
Polonsky, M. and Mintu-Wimsatt, A. (Eds), Environmental Marketing: Strategies,
Practice, Theory and Research, Haworth, New York, NY.
Stern, P.C., Dietz, T. and Kalof, L. (1993), “Value orientations, gender, and environmental
concern”, Environment and Behaviour, Vol. 25 No. 3, pp. 322-48.
Straughan, R.D. and Roberts, J.A. (1999), “Environmental segmentation alternatives: a look at
green consumer behaviour in the new millennium”, Journal of Consumer Marketing,
Vol. 16, pp. 558-75.
Tognacci, L.N., Weigal, R.H., Wideen, M.F. and Vernon, D.T. (1972), “Environmental quality:
how universal is public concern?”, Environment & Behavior, Vol. 4, March, pp. 73-86.
Van Liere, K. and Dunlap, R. (1981), “The social bases of environmental concern: a review of
hypotheses, explanations, and empirical evidence”, Public Opinion Quarterly, Vol. 44
No. 2, pp. 181-97.
Vlosky, R., Ozanne, L. and Fontenot, R. (1999), “A conceptual model of us consumer
willingness to pay for environmental certified wood products”, Journal of Consumer
Marketing, Vol. 16 No. 2, pp. 122-40.
Webster, F.E. Jr (1975), “Determining the characteristics of the socially conscious consumer”,
Journal of Consumer Research, Vol. 2, December, pp. 188-96.
Wind, Y. (1978), “Issues and advances in segmentation research”, Journal of Marketing
Research, Vol. 15, pp. 317-37.
Zimmer, M.R., Stafford, T.F. and Stafford, M.R. (1994), “Green issues: dimensions of
environmental concern”, Journal of Business Research, Vol. 30 No. 1, pp. 63-74.
Further reading
Awad, T.A. (1999), “Environmental segmentation alternatives – buyers profiles and
implications”, Journal of Consumer Marketing, Vol. 16 No. 6, p. 571.
Berger, I.E. and Corbin, R.M. (1992), “Perceived consumer effectiveness and faith in others as
moderators of environmentally responsible behaviours”, Journal of Public Policy &
Marketing, Vol. 11 No. 2, pp. 79-88.
Chan, R.Y.K. (2001), “Determinants of Chinese consumers’ green purchase behaviour”,
Psychology & Marketing, Vol. 18 No. 4, pp. 389-413.
Dychtwald, K. and Gable, G. (1990), “Portrait of a changing consumer”, Business Horizons,
Vol. 33, January-February, pp. 62-73.
Fishbein, M. and Ajzen, I. (1972), “Attitudes and opinions”, Annual Review of Psychology,
Vol. 23, pp. 487-544.
Fisk, G. (1974), Marketing and the Ecological Crisis, Harper & Row, New York, NY.
Granzin, K. and Olsen, J. (1991), “Characterising participants in activities protecting the Environmental
environment: a focus on donating, recycling and conservation behaviours”, Journal of
Public Policy & Marketing, Vol. 10 No. 2, pp. 1-27. segmentation
Hartmann, P. and Apaolaza Iba´n˜ez, V. (2006), “Viewpoint: Green value added”, Marketing alternatives
Intelligence & Planning, Vol. 24 No. 7, pp. 673-80.
Hartmann, P., Apaolaza Iba´n˜ez, V. and Forcada Sainz, J. (2005), “Green branding effects on
attitude: functional versus emotional positioning strategies”, Marketing Intelligence & 73
Planning, Vol. 23 No. 1, pp. 9-29.
Henion, K. and Kinnear, T. (1976), Ecological Marketing, American Marketing Association,
Columbus, OH.
Hine, D.W. and Gifford, R. (1991), “Fear appeals, individual differences, and environmental
concern”, The Journal of Environmental Education, Vol. 23 No. 1, pp. 36-41.
Homer, P. and Kahle, L. (1988), “A structural equation test of value-attitude-behaviour
hierarchy”, Journal of Personality and Social Psychology, Vol. 54 No. 4, pp. 638-46.
Hooley, G., Saunders, V. and Pierry, N. (1998), Marketing Strategy and Competitive
Positioning, 2nd ed., Prentice-Hall, Harlow.
Hume, S., Strand, P., Fisher, C., Fitzgerald, K. and Freeman, L. (1989), “Consumers go green”,
Advertising Age, September 25, pp. 3-5.
Kaiser, H. (1974), “An index of factorial simplicity”, Psychometrika, Vol. 39, pp. 31-6.
Kilbourne, W. and Beckmann, S. (1998), “Review and critical assessment of research on
marketing and the environment”, Journal of Marketing Management, Vol. 14 No. 6,
pp. 513-32.
Kinnear, T. and Taylor, J. (1973), “The effects of ecological concern on brand perceptions”,
Journal of Marketing Research, Vol. 10, pp. 191-7.
McDonald, S. and Oates, C. (2006), “Sustainability: consumer perceptions and marketing
strategies”, Business Strategy and the Environment, Vol. 15 No. 3, pp. 157-70.
Mitchell, V.-W. (1994), “How to identify psychographic segments: Part II”, Marketing Intelligence
& Planning, Vol. 12 No. 7, pp. 11-17.
Montoro, F.J., Luque, T., Fuentes, F. and Can˜adas, P. (2006), “Improving attitudes toward
brands with environmental associations: an experimental approach”, Journal of
Consumer Marketing, Vol. 23 No. 1, pp. 26-33.
Peattie, K. (1998), “Golden goose or wild goose? The hunt for the green consumer”, Proceedings
of the Business Strategy and the Environment Conference, ERP, Shipley.
Shrum, L., McCarty, J. and Lowrey, T. (1995), “Buyer characteristics of the green consumer and
their implications for advertising strategy”, Journal of Advertising, Vol. 24 No. 2, pp. 71-82.
Weiner, J.L. and Doescher, T.A. (1991), “A framework for promoting cooperation”, Journal of
Marketing, Vol. 55, April, pp. 38-47.
Corresponding author
Tamer A. Awad can be contacted at: awad_tamer@hotmail.com